With the application of perceived value-behavioral intention logic and ordinal regression analysis model,this paper analyzes the factors influencing willingness of farmers’ participation in farmland consolidation,supported by the survey data of 390 farmers in Hubei Province.The results show that the farmers’ customer perceived value to participate in farmland consolidation is the determinant to influence their willingness,and it’s reasonable and feasible to analyze willingness of farmers’ participation and its influential factors from two aspects,namely expected cost and expected benefit.The factors,including farmers’ cognition of consolidation project,the degree which local governments pay attention to propaganda of farmland consolidation policy,the villagers' political identity,the existence of remuneration or not in the participation have significant positive impacts on farmers’ participation willingness.However,transport cost in the participation has significant negative impacts on the willingness of farmers’ participation.Therefore,the government departments should take policies as emphasizing the propaganda of farmland consolidation policy,promoting the degree of farmers' understanding on farmland consolidation,establishing the mechanism for farmers’ demand expression,encouraging farmers to participate in various ways to improve the efficiency in participation,placing more attention on farmers’ opinions and suggestions,setting up the mechanism for farmers' comment feedback and the incentive mechanism,providing certain remuneration to farmers to raise their enthusiasm and validity in participation.